AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

18. 5. 2022 Betting that they can’t compete with Netflix and hoping a diversified approach is more lucrative, A+E, Fox Corp. and AMC Networks are leaning into the cable bundle (and ad-supported streaming).

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

8. 5. 2022 Try asking yourself how many advertising campaigns you can easily recall. Then think again and ask yourself why these particular examples come to your mind. You will probably find that the unifying element in a lot of them is that they are original and evoke a particular emotion in you. Joy, emotion, horror, outrage - it doesn’t really matter. The important thing is that they stick in your mind so much that you remember them even years after you no longer see them on screen or elsewhere. Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite. UNDER THE DOMINATION OF THE LEFT HEMISPHERE According to the American marketing theorist Orlando Wood, advertising in general is experiencing a crisis in the 21st century that is characterised by a departure from the values and trends of the last century. He explains this shift using the neuropsychological theory of the left and right brain. In very simplified terms, the two brain hemispheres perform different tasks. While the left one tends to be more schematic and categorizing, the right one is more alert and basically perceives reality in context. Of course, the two hemispheres cooperate to some extent, but some perceptions and impulses stimulate the activity of only one part of the brain. And, according to Orlando Wood, since about 2006 we have been living in the era of so-called left-brain advertising.

WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING

29. 4. 2022 Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies, and more.

CRITICS OF CNN PRIMA NEWS SHOULD STEP OUT OF THEIR SOCIAL BUBBLE FROM TIME TO TIME, SAYS THE GROUP’S CEO MAREK SINGER

12. 4. 2022 Marek Singer has been the head of FTV Prima group since 2008. But only after fourteen long years can he be happy that Prima’s channels are catching up with their biggest competitor - the Nova group - in terms of viewership. In certain viewer target groups, they even surpassed Nova in March.

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 In 1990s, TV advertising had to deal with the arrival of new video formats. It is no coincidence that new ads began to appear at the same time, building primarily on the growing popularity of digital technology. Unsurprisingly, they were dominated by the internet that was increasingly popular among users. Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer. First, it is not true. Second, TV has adjusted to the rapidly changing environment. So what is the position of classic TV advertising in the changing environment?

WHAT IS TV AND DOES THAT MATTER?

5. 4. 2022 No one normal worries about the definition of TV because they have lives to lead, energy bills to weep over, and hot takes on Will Smith to have. But there is one group who should care about what it means, argues Matt Hill.

HOW TO GET LUCKY

5. 4. 2022 What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book - ‘Go Luck Yourself’ by Andy Nairn - a form of resilience that looks for what is possible with a rigorous examination of the situation.

MEDIA LITERACY OF CZECHS IS INCREASING, ACCORDING TO RESEARCH

30. 3. 2022 The level of media literacy is generally increasing in Czech society. This is according to research by the Department of Media and Cultural Studies and Journalism at Palacký University in Olomouc and the STEM/MARK agency.

HOW DID THE WAR IN UKRAINE REWRITE THE RULES OF MARKETING NOT ONLY ON TV SCREENS? SOLIDARITY AND HELPING OUR NEIGHBOURS ARE AT THE FOREFRONT

24. 3. 2022 The military conflict in Ukraine has struck the whole world like a bolt from the blue and has significantly affected the daily lives of hundreds of millions of people. Firms across nearly all business areas have responded to the crisis through both small gestures and great deeds. Let us take a closer look at some of them. Time to rethink Russia started its invasion of Ukraine early in the morning on 24 February 2022. The region became in the spotlight of the global media practically in the blink of an eye, starting a marathon of news coverage that has unfortunately not ended until now. American CNN is certainly no exception, which is logical given its position of a news giant. However, on the very first day of the conflict, the broadcaster came in for criticism that did not relate to the coverage itself but to the fact that the broadcaster had not sufficiently revised its complementary activities. What was it all about?

BRING ON THE TECHNICOLOUR!

23. 3. 2022 There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience - and the audience watching Belfast - to a happier, sunnier place.

WELCOME TO THE NEW NORMAL, IT’S THE SAME AS THE OLD ONE

21. 3. 2022 Despite dire predictions of Covid-driven decline for some sectors and exponential growth for others, we’re largely where we would have been if it had never happened.

THE CTV/OTT ADVERTISING INDUSTRY: WHAT LIES AHEAD IN 2022

15. 3. 2022 The explosive growth of Connected TV or CTV adspend is attracting new players and Unruly’s Lee Smith looks at how this will impact the issues of content, services and technology for the platform.

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022 The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new. There may even be a creative renaissance in the making.

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

8. 3. 2022 Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago.

5 BEST DIGITAL MARKETING CAMPAIGNS OF ALL TIME

7. 3. 2022 We list the best digital marketing campaigns to help you find your next great marketing idea.

WHY FOCUSING ON THE ENTIRE MARKETING FUNNEL IS KEY FOR LONG-TERM BRAND GROWTH

2. 3. 2022 Following the COVID-19 outbreak in early 2020, brands of all sizes and across every industry reduced their marketing budgets, with many pausing or downsizing their brand awareness efforts to save capital. Brands then concentrated their bandwidth and remaining resources on engaging and maintaining existing customers rather than winning over new ones.

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022 We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.

TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?

1. 3. 2022 In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising. Its producers started absorbing new topics and brands wished to come up with more up-to-date messages. However, many of them paid dearly for it. But let us focus on those who have coped well with the challenging reality. Even in a time of pandemic, we have found out that that there is still room for creativity.